Case Study Of Eye Tracking In Advertising Testing
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Case Study Of Eye Tracking In Advertising Testing

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A case study by Medialogue using eye tracking in advertising testing.

A case study by Medialogue using eye tracking in advertising testing.

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  • The average person sees over 3.000 messages a day  getting the attention of the consumer gets harder and harder
  • Attention tracking research Geheugenmeting Herinnering (recall) Herkenning (recognition)  Stop|watch Fysiologische meting Hersenactviteiten meten (du plesis) Oogbewegingen meten  Eye|watch
  • measuring attention through Eye tracking research = next Logical step

Case Study Of Eye Tracking In Advertising Testing Presentation Transcript

  • 1. Eye|watch Attention tracking through Eye Movement Registration
  • 2. In Sanoma…
    • Reach 62% of all women in Belgium
    • Top 5 most feminine sites!
    • Libelle, Femmes,Flair mobile offer for women
    • Tailor made Community Activation campaigns
    WE KNOW HOW TO COMMUNICATE WITH WOMEN!
  • 3. Information overload
    • The average person sees over 3.000 messages a day
    • Getting the attention of the consumer gets harder and harder
    • Importance of an efficient visual communication
    Attention Tracking Research
  • 4. Attention Tracking by Medialogue
    • 1996
      • Launch of Stop|watch barometer (measuring attention through recognition questions)
    • 2003
      • 2500 advertisements tested in Stop|watch
    • 2005
      • 10 years of Stop|watch barometer
      • Publication of Stop|watch book
      • Presentation of du Plesis (measuring attention
      • through neuroimaging/brainscanning)
    Source: pdf of Stop|watch book, presentation of du Plesis available on www.medialogue.be
  • 5. Attention Tracking by Medialogue
    • March 2008
      • Launch of Eye|watch = Attention tracking Barometer (Attention through Eye Movement Registration) in cooperation with Rogil
      • Paper on eye tracking methodology
    Source: paper on eye tracking available on www.medialogue.be Measure the return on impact of your magazine advertisement Stop|watch by Medialogue Anticipate the impact of your magazine advertisement Eye|watch by Medialogue
  • 6. Eye Movement Registration?
    • One of the most powerful methods to find out how visual communication works is eye movement analysis.
    • Integrated infrared EMR camera in flat screens  respondent is not aware of the eye-movement registration equipment.
    • Analysis based on the distribution and number of fixations (Fixation = 50-100 milliseconds focus on 1 point)
  • 7. Advertisement optimization Advertisement pretesting Optimize the design, lay-out, colours, message… of any communication stimulus before launching Is your ad communicating your message? dialogue with your creative people by evaluating your ad in an objective way. Added value of Eye|watch Evaluation of communication power of your advertisement understand why certain advertisements (didn’t) work(ed) and recommendations for improving your advertisment
    • Main questions:
      • Which elements of a stimulus are perceived (headline, product, text, logo…)?
      • Does the viewer pay enough attention to process the relevant elements (headline, product, text, logo…)?
      • When and how intensive are they perceived?
      • Are the elements clearly arranged in order to get the message to the consumer ?
  • 8. Advertisement pretesting: Actimel Case
    • Key visual not clear enough, too dark
    • 2 text blocks, no added value
    • Too much text
    • No clear reading pattern
    Source:Eye tracking Actimel, Rogil (2006-2007) Basic rule: K eep I t S hort and S imple (KISS) 1st version Hotspots
  • 9. Advertisement pretesting: Actimel Case
    • Product as key visual  works very good
    • Increased structure and simplification  clear reading pattern
    • Still problematic = text block and main message at the bottom
    2nd version Hotspots Source:Eye tracking Actimel, Rogil (2006-2007)
  • 10. Advertisement pretesting: Actimel Case
    • Further simplification of text part increased the attention
    • Also increased attention for main message at bottom, but there is still improvement possible
    3rd version Hotspots Source:Eye tracking Actimel, Rogil (2006-2007)
  • 11.
    • Multi-client study for Ad testing
    • Benchmark your print ad for Eye Tracking database (more than 7000 observations)
    • Launch 1st wave = week 12
    Eye|watch barometer
  • 12. Research design
    • Street recruitment via mobile test units
    • Eye Movement Registration (5 minutes)
    • In-depth evaluation questions: Face to face interview (15 minutes)
    • 7 ads tested per wave
    • 6 waves per year
    • N = 100/wave
    • Quota in line with CIM
      • Sex: 50% men - 50% women
      • Age: 50% 18 – 44 y.o. / 50% 45 -65 y.o.
      • Social groups:
        • 31% sg 1-2
        • 28% sg 3-4
        • 23% sg 5-6
        • 18% sg 7-8
    • Fieldwork by Rogil, the specialists in Attention Tracking Research
  • 13. Questionnary
    • Part 1 = Eye Movement Registration (EMR)
    • Part 2 = In-depth evaluation questions
      • Overall liking
      • Key performance indicators
        • + 2 ad specific closed items/questions can be added (within the fixed budget)
      • Socio-demographics
      • Media usage
    Source: Moves me, touches me Inspiring Gives me a good feeling Credibility Striking, eye-catching Entertaining Attractive Convincing Call to action Tells me something new Easiness to understand Original
  • 14. Options
    • Option 1: extra questions
      • Extra ad hoc questions for a specific print (open and closed questions)
    • Option 2: Sample boost
      • Boost sample for specific target groups
      • e.g.: Youngsters, 16-24 years old
      • N = 50 which all pass the EMR and verbal measurement
    • Option 3: qualitative research
      • Possibility to interview a sub-sample (N = 10 respondents)
      • In-depth qualitative interview (20 minutes)
      • Qualitative insights are integrated in Eye/watch report
    Source:
  • 15. Practical
    • Input client
      • Stimuli (both French and Dutch) in high definition jpg file
        • Minimum 300 Dpi
        • Minimum resolution 1680x1050
      • Ad hoc questions
      •  deadline = 1 week before field!
    • Output Medialogue
      • Eye Movement Analysis
        • Hotspots analysis
        • Reading pattern analysis
      • Evaluation of the ad
        • Overall liking
        • Evaluation on 10 items (8 fixed items/2 ad hoc items)
      • Key findings + recommendations
      • PowerPoint report + oral presentation with both Eye tracking and questionnaire data
    Source:
  • 16. Output: Hotspots & Reading pattern Source: PRODUCT 89% 0,72s LOGO 80% 0,46s 73% 0,90s HEADLINE TEXT 91% 1,59s 100% 0,79s KEY VISUAL Hotspots Reading pattern 1 5 4 2 3
  • 17. Not important / Not relevant Doesn’t give new information Unpleasant Incredible Ordinary / Banal Difficult to understand Doesn’t invite to buy the product Makes the brand less attractive Not interesting Not typical product X Important / Relevant Gives new information Pleasant Credible Original / Distinguishing Clear / easy to understand Invites to buy the product Makes the brand attractive Interesting Typical product X Top 2 % Bottom 2 % Output: Evaluation of the ad Source: To what extent does each of the following statements apply to the advertisement? 6 point scale: (fully applies)
  • 18. Timing Source:
    • Week 48-49
    • Week 46
    South
    • NOVEMBER
    • Material Week 44
    • Week 44-45
    • Week 42
    North
    • OCTOBER
    • Material: Week 40
    • Week 40-41
    • Week 38
    South
    • SEPTEMBER
    • Material: Week 36
    • Week 22-23
    • Week 20
    North
    • MAY
    • Material: Week 18
    • Week 18-19
    • Week 16
    South
    • APRIL
    • Material Week 13
    • Week 14-15
    • Week 12
    North
    • MARCH
    • Material: Week 10
    Results Field Region Wave
  • 19. Budget
    • Eye|watch your ad € 3.500
    • Options
      • Option 1: extra questions
        • Open question + € 200/question
        • Closed question + € 75/question
      • Option 2: Sample boost ad hoc
      • Option 3: qualitative research + € 2.650
    Source:
  • 20. Contact us Medialogue - n.v. Sanoma Magazines Belgium Telecomlaan 5-7 1831 Diegem tel.: +32 2 776 27 12 fax: +32 2 776 27 93 [email_address]